MAKE SELECTING NAMES EASIER.
A name can’t be all things. That’s important to keep in mind when selecting among different brand name options. The idea we share in this #tellthetruths video is that names, being such small pieces of communication, can seldom convey everything you want to say. And that’s okay!
A Name Can’t Be ALL The Things
You have so many other touchpoints to flesh out your brand’s story. So when you’re establishing your name selection criteria, don’t expect name options to check every box.
Take a hard look at your criteria and prioritize them as well as thinking about which are mandatories versus “nice to haves.” It’s very hard to find a name that does it all!
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
TRANSCRIPT:
– Hey guys, it’s Rebeca with BrandTrue. And I want to give you a hint for how to think about selecting names that might make it easier, because let’s face it, choosing names is very difficult, right? So we have things that we use to make the process more objective and less difficult.
We put strategies in place; what is it we’re trying to communicate? We develop selection criteria. But these selection criteria can become part of the problem because we have this long list of things. And when names aren’t hitting on everything, we can start to feel like, “oh no, too much compromise!” So, what I would say to you is in your selection criteria, separate them into the “must haves” and the “nice to haves.” And even among the “nice to haves,” maybe prioritize them.
Here’s what happens. Names are so small. It’s okay if a name doesn’t hit everything. Names also, because they’re so small, typically two or three syllables, there’s a little bit of serendipity. Like you might have some things… we did a naming recently where they were renaming a brand. And if we could have stayed with the same initial letter, it would have been nice because then they wouldn’t have to change the logo. Not a deal breaker, but nice. Okay, good to know. How important is that? That’s not a mandatory, but even among the things, how high is it on the list?
When you start making some of those choices, it can be a lot easier and you don’t beat yourself up for a name not ticking every box. A name can almost never tick every box. That’s okay. Get clear on what matters most to you. See if that’s helpful for you. Let us know what you think. Thanks. Bye!
